Kurniawan, Andi (2021) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN NILAI PELANGGAN TERHADAP KEPUASAN PELANGGAN HANDPHONE MEREK IPHONE DI SEMARANG. Undergraduate thesis, Universitas Stikubank.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, persepsi harga dan nilai pelanggan terhadap kepuasan pelanggan handphone merek iphone di Semarang. Populasi yang digunakan dalam penelitian yaitu pengguna handphone merek iphone. Jumlah sampel dalam penelitian ini yaitu sebanyak 100 responden dan pengumpulan data dari penelitian ini menggunakan metode penyebaran kuisioner dengan teknik purposive sampling. Teknik pengujian data yang digunakan penelitian ini menggunakan uji validitas dengan loading factor, uji reliabilitas dengan alpha cronbach dan uji analisis regresi berganda. Dalam penelitian ini menggunakan variabel kualitas produk, persepsi harga, nilai pelanggan dan kepuasan pelanggan. Hasil dari penelitian ini menunjukan bahwa kualitas produk berpengaruh positif dengan menunjukan hasil melalui standarrized cofficient beta sebesar 0,210 dan nilai signifikan sebesar 0,009, maka terdapat pengaruh positif dan signifikan terhadap kepuasan pelanggan handphone merek iphone. Selanjutnya, persepsi harga berpengaruh positif dengan menunjukan hasil melalui standarrized cofficient beta sebesar 0,289 dan nilai signifikan sebesar 0,001, maka terdapat pengaruh positif dan signifikan terhadap kepuasan pelanggan handphone merek iphone. Serta, nilai pelanggan berpengaruh positif dengan menunjukan hasil melalui standarrized cofficient beta sebesar 0,456 dan nilai signifikan sebesar 0,000, maka terdapat pengaruh positif dan signifikan terhadap kepuasan pelanggan handphone merek iphone. ABSTRACT This study aims to analyze the effect of product quality, price perception and customer value on customer satisfaction of the iPhone brand mobile phone in Semarang. The population used in this study is the iPhone brand mobile phone users. The number of samples in this study were 100 respondents and data collection from this study used a questionnaire distribution method with purposive sampling technique. The data testing technique used in this research is the validity test with loading factors, the reliability test with alpha cronbach and multiple regression analysis. In this study, using the variable product quality, price perception, customer value and customer satisfaction. The results of this study indicate that product quality has a positive effect by showing the results through the standardized cofficient beta of 0.210 and a significant value of 0.009, so there is a positive and significant effect on customer satisfaction of the iPhone brand mobile phone. Furthermore, price perception has a positive effect by showing the results through the standardized cofficient beta of 0.289 and a significant value of 0.001, so there is a positive and significant effect on customer satisfaction for the iPhone brand mobile phone. And, customer value has a positive effect by showing the results through the standardized cofficient beta of 0.456 and a significant value of 0.000, so there is a positive and significant effect on customer satisfaction for the iPhone brand mobile phone.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1797 NIM 17.05.51.0079 |
| Uncontrolled Keywords: | Kata Kunci : kualitas produk, persepsi harga, nilai pelanggan dan kepuasan pelanggan. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Lisa Noviani Maghfiroh |
| Date Deposited: | 07 May 2021 02:30 |
| Last Modified: | 07 May 2021 02:30 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/7632 |
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